CXOutsourcers Forum: Trade and CX Disruptions Take Center Stage

Multinational companies appear to be hitting pause on their future plans amid growing fears of a potential trade war. Geopolitical friction is already disrupting global supply chains and leaving customer service teams scrambling to manage the fallout. This is one of the key discussion areas at next week’s CXOutsourcers ‘Mindshare” Forum, in Munich, Germany.

In this context of uncertainty, we sat down with Peter Ryan, founder of Ryan Strategic Advisory, to delve into the current opportunities and challenges shaping the global customer experience (CX) landscape.

Ryan is a founding member of CXOutsourcers, which annually hosts the Mindshare Event — an industry gathering focused on assessing the global CX and BPO sectors. Designed specifically for Business Process Outsourcing (BPO) professionals, the forum is geared toward empowering C-suite executives with research and strategic insights to drive business performance. More than 120 CX leaders from across the globe are expected to attend.

Below are excerpts from the interview with Peter Ryan.

NSAM: What advice would you give to contact center providers who are heavily reliant on U.S. customers, especially now that the geopolitical order has shifted under President Donald Trump?

Ryan: First, I’d say — don’t panic. Anyone considering the U.S. market shouldn’t abandon it entirely. Yes, there’s a lot of confusion right now. The next few months are going to be political — shaping the direction of what the U.S. plans to do, and how its trade and tariff policies play out. But at this stage, it’s anyone’s guess.

There’s still immense value in the U.S. from an outsourcing perspective. So, I’d tell anyone eyeing the U.S. as a potential market: stay clear-eyed, observe closely, but don’t write it off.

NSAM: Contact center providers serving U.S. customers seem to be in serious trouble these days, especially with the dollar index plunging to 99. Anything below 100 could deal a devastating blow to providers that are heavily dependent on U.S. clients. How do you suggest they tackle this crisis?

Ryan: Well, there’s a lot of volatility out there. Strategic planning is key. Providers must work with people who understand currency fluctuations and risk management — people who can hedge against currency risk using the right tools.

Now, while the dollar has appreciated and other currencies have weakened, that may actually benefit offshore providers. For buyers in the U.S., outsourcing just became cheaper. So, depending on how the currency arbitrage plays out, this could increase the appeal of offshore destinations — making U.S. companies more inclined to spend.

NSAM: You once told us that most people still prefer speaking to a human rather than a machine in contact centers. So, AI bots wouldn’t be as successful as we initially expected. But these days, many BPOs are deploying chatbots — and laying off human agents. Do you still hold that view, or should service providers adapt and embrace AI?

Ryan:  I don’t believe there’s a massive wave of agents losing their jobs due to AI. Our research shows that while there has been some displacement, it’s mostly roles that were bound to be automated anyway — like changing an address, or resetting a password.

What we’re really seeing now is AI being used to enable agents, not replace them. Yes, some contact centers are moving toward automation or AI-driven models. But I don’t think we’ll see a full-scale shift — at least not in the near or medium term. Maybe in the long term, depending on how you define that.

There’s been a lot of hype over the last two and a half years about what AI can do. But when it comes to generative AI in customer service, the hype hasn’t fully matched the delivery — at least, not yet.

NSAM: Stock prices of major voice-based BPO providers have taken a hit in recent months. Investors seem to believe that AI bots will take over the customer service industry. What’s your take on this, as an industry analyst?

Ryan: You have to look at what triggered the drop in stock prices. It started when a Scandinavian fintech company announced they were shifting all customer service work to AI bots. Naturally, that spooked the outsourcing market.

But interestingly, that same fintech recently reversed its decision — bringing the work back to human agents. Why? Because the AI tech simply wasn’t mature enough to deliver the kind of customer experience they needed.

So yes, stock price movements are a concern, and investor expectations are clearly a big part of that. But I think we’re now seeing a rebalancing — a recalibration — of how the market perceives AI’s role in CX.

NSAM: We recently met the owner of a contact center firm in India. He suggested that service providers should look for countries where agents can speak multiple languages. That way, they can serve a diverse customer base from a single site. He also said new technologies make it easier to handle different accents. Do you think that’s a useful strategy?

Ryan: It’s definitely a valid suggestion. In fact, there are already several multilingual hubs around the world doing exactly that.

We also have advanced tools now — from automatic translation to accent neutralization — that make multilingual service much more seamless.

But the key thing to understand is: there’s no one-size-fits-all strategy. The right approach depends on the company, the industry it’s in, and the markets it serves. So while multilingual hubs are valuable, companies need to align their CX strategy with their specific business goals and customer demographics.

NSAM: Which country do you think is making a significant mark in the CX services sector globally?

Ryan: The Philippines is doing a fantastic job — as is India. These two are consistently among the most highly rated and preferred destinations by buyers, according to our research.
South Africa and Egypt are also standouts.

In Latin America, Mexico is a strong favorite, along with Colombia. And in the Caribbean, Jamaica has always impressed us. I was genuinely pleased with what I saw recently during an event hosted by the Jamaican outsourcing sector.
In Central and Eastern Europe, there are great success stories coming out of Albania, Poland, Romania, and Bulgaria.

So, I wouldn’t say there’s one country that’s head and shoulders above the rest. Instead, what we’re seeing is each country carving out its own niche — finding its sweet spot in the industry. The key is that quality locations are stepping up, refining their game, and striving to deliver the best experiences and outcomes.

NSAM: What can these executives expect to learn if they participate in the CXOutsourcers’ event in Munich? Why is it important not to miss it?

Ryan: This event is crucial for anyone who wants to understand the future of CX — and how outsourcers must pivot to stay competitive through 2025 and into 2026.

We’ll dive into key topics like geopolitical disruption, digital transformation, and emerging technologies.
We’ll also explore how outsourcing firms can position themselves as influential players — not just vendors — in their respective ecosystems. Plus, we’ll examine new opportunities in emerging verticals and markets.

It’s going to be packed with valuable insights. Any executive who wants to stay ahead of the curve simply shouldn’t miss it.